Marketing Lessons for the Brave New World!
In November 2016 we witnessed the biggest public relations coup in living memory. Where the political candidate least likely to succeed, the least popular and the least knowledgeable or experienced was elected the leader of the free world.
How has this happened? Public relations! His message of hatred, misogyny and racism was cleverly pitched and spoke directly to those disenfranchised by the status quo and who wanted change. Any kind of change, it didn’t really matter what.
So what are the ethical marketing lessons to learn here?
- Know who your audience is and what keeps them awake at night.
- Speak their language. Even if it doesn’t make much logical sense, your audience will get it.
- Stay true to your course and keep focused on what you want to achieve. Let nothing and no-one get in your way.
The unethical lessons:
- Lie if necessary. Never let the facts stand in the way of a good deal.
- Never apologise. Even if you are wrong. In fact, especially if you’re wrong!
- Openly denigrate your competition. See #1.
- Be bold and aggressive. The louder voice wins.
For the record: Word Wizard engages only in ethical public relations activities. Ever.